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ialSeptember 2011 | Ausgabe 8 | 01450-5903 | www.controllermagazin.de

CONTROLLER®

Prof. Dr. Heimo Losbichler, Chairman of the IGC: Executives need controllers as strong and independent business partners

Spain: Children’s shoes in size XXLSlovenia: See the people behind the figuresChina: Sweet-sour controlling

Controlling International

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Dear reader,We owe this fourth edition of “Controlling International” to great support from authors from ICV working groups in eight non-Ger-man speaking countries as well as guest authors from China, Germany and Russia. As Press Officer of the International Control-ler Association, ICV, I thank you all for your collaboration.

In previous years we reported essentially on how controlling has established itself in Central and Eastern Europe and how it has gained in importance during the economic crisis; we now devote ourselves to reporting current topics of practical work. I think you will agree on this: as often as not, regardless of the country, we are faced with the same or similar challenges – controllers have to think ahead and view themselves as the management’s business partner! This year’s “Controlling International” outlines how our controller colleagues must successfully ad-apt structures and instruments of manage-ment control in their countries to constantly changing dynamic situations.

In this way, an international network, such as the International Controller Association ICV, offers an enormous potential for know-ledge sharing and knowledge transfer. In an increasing number of European countries these offers have found favour and approba-tion. Indeed, the authors have reported the special interest they have for the ICV. Over the last year the ICV has established several new networks and we can now look forward to the first reports coming from the new wor-king groups in Croatia and Spain.

I hope this booklet helps to deepen mutual understanding within the Controlling Com-munity and to inspire more controllers to contribute to the International Controller Association ICV.

Hans-Peter SanderICV Press Officer

Edito

rial 2 Prof. Dr. Heimo Losbichler

Executives need a strong & independent business partner – a controller

4 Bulgaria Any colour you want except black

6 Croatia Croatian managers and controllers

must seize every opportunity to learn!

8 Lithuania Corporate social responsibility,

social accounting & social auditing

10 Poland 5th International Congress

of Controllers in Poland

12 Germany / Russia Controlling education at Russian universities – results from a survey

14 Russia / Kaliningrad Inspiration by “Stanislavsky System”

16 Slovenia See the people behind the figures

18 Spain Working Group Spain: Children’s shoes in size XXL

20 Hungary Controllers as strategic partners

22 China Sweet-sour controlling – Whether and

how controlling can work in China

25 Working groups in Europe

1

ImPRIntController magazin Spezial is a special edition of the trade journal Controller Magazin and appears two to four times a year.ISSn 1616-0495, order no. 5001, Postvertrieb: E 12688Editor Controller Magazin, Dr. Klaus EiselmayerPublisher Verlag für ControllingWissen AG

Münchner Str. 10, 82237 Wörthsee Tel. 01 80 / 91 31 24 | Fax 01 80 / 91 31 74 [email protected], www.controllerwissen.de

Registered in the commercial register Freiburg i.Br. HRB 471840 Board of directors Dr. Klaus Eiselmayer, Dipl.-BW Andreas MeyaAdvertising Haufe-Lexware GmbH & Co. KG, Im Kreuz 9, 97076 Würzburg, www.haufe-lexware.comAdvertising sales Kathrin Sauer, Tel.: 09 31 / 27 91-541, Fax: -477 E-mail: [email protected] coordination Christine Wolz, Tel.: 09 31 / 27 91-472, Fax: -477 E-mail: [email protected] manager Bernd Junker, Tel.: 09 31 / 27 91-556 E-mail: [email protected] Editor Hans-Peter Sander, [email protected] deyhledesign Werbeagentur GmbH, Gauting www.deyhledesign.dePicture credits Titel Thinkstock, Content Thinkstock Printer Bosch-Druck GmbH, Ergolding

Contents

CONTROLLER2 Spezial | Controlling International

Is it exaggerated to say that you are joined with Dr. Wolfgang Berger-Vogel both in friendship and professionally for many years? Indeed, we have a long-lasting friendship. He was my first boss when I started my career in 1990 in Vienna. He deeply im-pressed me by being the type of controller I wanted to become. He was exactly what we claim today: a business partner who has a strong character and excellent analytical skills, a business partner who is close to the business and is able to provide eco-nomic insights. He promoted and supported me in becoming a controller. We left the company at the same time in different directions and made our way in large public Austrian companies. Wolfgang as a CFO of a large brewery group and I as the vice president of controlling in the headquarter of a large

construction company. Five years later we were working together again. This time in ICV. He was the

new chairman of ICV and in-vited me to manage the Austri-an working groups. In 2005 he asked me if I would like to join the managing board of ICV

and finally I followed him as the chairman of IGC. We have very similar values and a deep regard for each other.

What are the most important results of the IGC since its start in 1995? IGC had several break-through achievements since its establishment in 1995. First of all, IGC established a common under-standing of controlling and the controllers’ function. Remarkable are the controller mission statement and the controller dictionary. The mission statement is

Prof. Dr. Heimo Losbichler was just elected as Chairman of the managing Committee of the International Group of Controlling IGC. He followed Dr. Wolfgang Berger-Vogel, Linz, Austria. the committee consists also of the following members: Dr. Rita niedermayr-Kruse (Vice-Chairman), Vienna, Austria; Prof. Dr. martin Hauser, Gauting, Germany; István Radó, Budapest, Hungary; Dr. Lukas Rieder (Vice-Chairman), St. Gallen, Switzerland. On the occasion of the election we spoke to Heimo Losbichler.Prof. Dr. Heimo Losbichler

Chairman of the Managing Committee of the International Group of Controlling IGC

Deputy Chairman of the Managing Committee of the International Controller Association ICV

Inte

rvie

w

Executives need a strong and independent business partner – a controller

“A business partner who has a strong character and excellent analytical skills”

3

currently available in nine languages and more than 30,000 copies of the dictionary have been sold. Secondly the IGC quality label was introduced in 2003. The quality label established standards for high-quality controlling education. The leading insti-tutions for controlling education are certified today. The latest remarkable achievements are the DIN-SPEC 1086 ”Quality Standards for Controlling” in 2009 and the controlling process model in 2010. This model provides a great guideline for organising controlling the right way.

What are the next issues to be solved by the IGC? Currently IGC is developing metrics to measure the efficiency and effectiveness of all controlling proc-esses incorporated in the 2010 process model. The products listed above are pillars of good controlling practice and cornerstones of a common understand-ing. However, we want to spread the ”German con-trolling” around the world.

Thus, we focus on large scale, long-term international activities. On the one hand we are working with IMA (Institute of Management Accountants ) and IFAC (International Federation of Accountants) on a com-mon statement to establish globally accepted stand-ards of controlling and the controller’s work. These standards should help companies in our global econ-omy to align their controlling activities from the glo-bal headquarters to local subsidiaries effectively and thus maximize the outcome of the controller function.

Furthermore they should sharpen the image of con-trollers and the understanding of the controller’s role as a business partner. Finally the standards should be the foundation of the state-of-the-art in controlling education addressing the needs of both controllers and institutions of controlling education. The latest project we are working on is the individual certifica-tion of controllers as the next level of our IGC quality label. Currently we are evaluating the value of an individual certification. We see significant differences among countries. While an individual certification provides value to controllers in the US, UK, and An-glo-American dominated countries, they have had little value in most European countries. However, we have not decided yet to enter the market but we want to be prepared for the future if the HR landscape is changing.

Why is it so important, that the controlling ap-proach around the world (the Anglo-Saxon coun-

tries included) is coming closer to the controlling model promoted by the IGC? In the pre-financial crisis era many experts promised that the “German controlling” approach is going to vanish and being replaced by the Anglo-American model. We always knew that our understanding of controlling is superi-or. The financial crisis proved that very much and fi-nally IMA adapted its mission statement. The new IMA mission statement is so much closer to the IGC mission statement. We really appreciate that move. However, IFAC still has a different approach. We strongly believe that companies need a strong and independent business partner who is able to provide economic insights and ensure rational economic decisions. For the long-term financial success of a company this role is far more important than external financial reporting and taxation, which are key re-sponsibilities in the Anglo-American model. Anyway, the German approach requires a different skill set of controllers and an integrat-ed management control process starting at the com-pany’s long-term strategy and aligning capital alloca-tion and operating activities, and sound financial budgets and metrics to the strategy. The IGC‘s approach is very comprehensive and sustainable. In a global economy it would be very difficult for companies to practice different approaches in different countries. If headquarters have to make a choice, they should pick the German model. Thus, we have to communicate and promote our approach worldwide.

With the next challenges in mind: what are the strengths of the IGC and what about its backlog demand? We have a distinctive model and we have excellent tools (e. g. German cost accounting, etc.) but we do not have global recognition. Hence, our key challenge is to publish and communicate what we have. The common statement with IMA and IFAC would be a good start.

What are the benefits of an IGC membership for institutions operating in the field of further educa-tion, research and development in controlling? Members of IGC have access to the latest develop-ments in the field of controlling/management ac-counting and the education of this subject. It is an unparalleled opportunity to meet representatives of the leading institutions of controlling education and thought leaders of controlling face to face.

Executives need a strong and independent business partner – a controller “the IGC‘s approach

is very comprehensive and sustainable.”


main principles of lean

In contrast to Taylor’s concept of mass produc-tion, lean was developed in the beginning of the 1950s by Toyota in the time of increasing vari-

ety of vehicles in low volumes. The major objec-tives of lean are to avoid waste (muda) and create customer value at the place where work takes place (gemba), so that a company can earn more profit by employing fewer resources. In the course of time lean spreads over from the shop floor to the back office. Ever since, lean is being used as a designer tool to restructure processes and depart-ments, up to the hierarchy of whole corporations. In the bestseller “Lean Thinking”, J. Womack and D. Jones identify five main principles of lean: de-fine customer value, describe value streams, create flow, produce on demand, and continuously im-prove business (kaizen).

Working lean, as in Toyota’s culture, leaders fol-low three behaviours: go see, ask why and show respect. First, senior staff spend time on the shop floor (go see). Second, managers question the facts which they observe (ask why). Third, they re-spect the employees who do the work and create value (show respect). All conditions and processes which consume resources but create no value are eliminated, such as defects, over-production and over-processing, excessive inventories, unneces-sary movement of people or products, and unnec-essary waiting. In that way lean companies meet customers’ exact needs and utilize valuable re-sources such as human effort, equipment, facility space, time and capital.

Lean ideas in controllingThe increasing complexity in controlling makes it even more important to concentrate on the most essential in the controlling work. The purpose of lean controlling, as defined by the Management Circle AG in 2004, is to create and sustain effi-cient and focused controlling. Following lean principles, responsibility and resources in control-ling are placed where they are needed, meas-ured and best utilized. Financial managers opti-mise processes and workflow interfaces. Control-ling services are customer-oriented; controlling tools – tailor-made. At the same time controlling tasks which do not create any value are eliminat-ed. Using lean ideas CFOs and controllers ap-proach their work in a more structured way, re-duce complexity of planning, bundle standard controlling tasks, streamline communication and optimise reporting. Controlling mentality among non-financial departments is strengthened to per-form “self-controlling”, empowering employees and managers with controlling abilities at the place where work is done. Thus advanced lean thinking in controlling requires much interface optimisation, involving business in the controlling process.

Current practice in Bulgarian companies So far a rich palette of controlling solutions has been implemented in Bulgaria. Bulgarian control-lers have established themselves as “The Brain of the Company”, supporting top managers in opera-tional and strategic decisions, as acknowledged by Manager Magazine Bulgaria in 2011. They

Any colour you want except blackBu

lgar

ia

Aneta Ianeva-thiart Financial controller at Lufthansa Technik Sofia Press Officer of ICV Working Group Bulgaria

“the life of lean is experiments” J. Womack, “Gemba Walks” (2011) Ever-changing conditions on financial markets, in customer demand and countries’ economies increase complexity in and pressure on controlling in Bulgaria, as in the past different customer needs raised variety of cars and initiated optimisation of manufacturing processes.

dare to be obstreperous (in German, „aufmüpfig”) and stand their professional ground – as control-lers should do, as Herwig Friedag, a BSC expert and Chief of ICV PR commission, said earlier this year in an interview for Forbes Bulgaria.

Bulgarian CFOs, as J. Womack would say, take “gemba walks” and spend time on the shop floor, studying operations. They focus on end-to-end processes, initiate projects and cross-functional teams to streamline information flow and optimise operational interfaces. Controlling tasks are reor-ganised according to defined value streams; simi-lar processes and responsibilities are bundled; standardisation, when appropriate, established; redundancies – ruled out. Controlling services are brought in line with companies’ needs; reporting tools are being constantly improved; web-based IT applications upgraded.

CFOs in Bulgaria try to secure a long-term quality of controlling. They focus a lot on restructuring, stretch out for growth projects, increase efficiency of daily work. According to the findings of a joint study by Roland Berger and ICV, published on the website of the association, these are the same ac-tions which their international counterparts in Ger-many have lately taken on the course of growth after the economic crash. Other similar practices are: the definition of clear and measurable targets, the use of performance management and internal benchmarking, the regular team and management meetings, and the setting of clear budget and goal-reaching requirements. In addition to that, other widely spread patterns in Bulgarian compa-nies include strict project controlling and close cash-flow monitoring, upgraded to ongoing rolling forecasting and scenario modeling.

Controlling tools and management reports are kept lean with simple structure and cockpit visuali-sation, and concentrate on the most important KPIs. Further, Bulgarian CFOs increase transpar-ency and efficiency of controlling services, organ-ising their departments as shared service centers.

Controllers, especially those involved in the activi-ties of ICV Working Group Bulgaria, make use of Balanced Score Card, Project Controlling and Be-yond Budgeting concepts; follow strategies to maintain profitability; learn what is to be on a dif-ferent key position in a company; apply Risk Man-agement and lead by Value Management. Those best practices, currently in use in controlling, dis-close also lean ideas in their core, even though they are not formally aligned to lean management.

Future trendsAs already communicated in previous editions of Controlling International, the need and desire to learn among controllers in Bulgaria is enormous. In the last few years, however, a lot of learning by doing has taken place already. With kaizen men-tality inherent to controllers, they detect inefficien-cies and propose improvements on a daily basis.

What Bulgarian controllers need more to enfold their potential is an environment which encourages proactive actions; culture which does not condemn making mistakes; companies which respect their employees; and entrepreneurial spirit allowing for more experiments.

Bulgarian companies who already practice lean controlling will not only reduce waste and cost; they will preserve and increase value for their cus-tomers, will improve production efficiency and uti-lise their innovation potential at the most. Until that goal has been reached, controllers still have home-work to do in order to be ready for the future – whatever colour it might be.

Picture from the 8th meeting of ICV Working Group Bulgaria, 15. – 17. April 2011

5

CONTROLLER6 Spezial | Controlling InternationalCONTROLLER

modern fashion. The second workshop focused on “The One-Page-Only Report”. The creativity of con-trollers to present all the most important overall busi-ness indicators on one page only is tremendous. The conclusion was that writing a one-page-only report is perhaps one of the most complex controlling tasks as such. “Quality Cost Structuring“ was the third workshop topic, and it opened up a Pandora’s box of different cost theories that interlace in the business processes of each company. In any case, the workshop pro-vided an opportunity for discussion, an exchange of ideas and a debate with plenty of diametrically op-posed arguments. And that is what we like most!

Yet, regardless of all the enthusiasm, developing the group will neither be rapid nor easy. Croatian com-panies have only now started to understand the benefits of the culture of lifelong learning and further education. This type of professional networking of controllers did not exist until recently, and a number of controllers in Croatian companies have not be-

Croa

tia

The associates volunteer to help organise and prepare each workshop. They work on their part diligently, at the beginning of which they

usually first describe the way in which the specific area of business they will be presenting is organised in their company. Hearing the participants’ diverse experiences and their for-and-against comments is fascinating. The second part of the workshop is al-ways reserved for problem-solving tasks done in groups, at the end of which each group presents their results. This is always the most creative part of the workshops. Personally, this is my favourite part since it is absolutely amazing to see the excellent ideas that brainstorming can birth.

Planning is still not deadEach workshop topic is decided on jointly and is always interesting. The first workshop topic was “Is Classical Budgeting History?”, and the workshop conclusion was that, regardless of all the possible objections, planning is still not dead. On the con-trary, it seems that our awareness of its necessity has been increasing, but perhaps in a somewhat more

the first Croatian ICV working group was “born” in november 2010, and has actively “lived” and worked ever since – we have met three times already. Considering that I have been working as a controlling consultant for a number of years not only in Croatia, I had the opportunity to meet and get to know a wide circle of both controllers and managers, some of whom immediately became active members, and it is a pleasure to see them participate in the ICV workshops.

Jasmina Ocko Controlling Consultant, Kognosko, Croatia Head of ICV Working Group Croatia

Croatian managers and controllers must seize every opportunity to learn!

come fully aware that they should continually further their knowledge and that routine is not good for ei-ther them or the companies they work for. Many controllers still believe that reporting is the only seg-ment necessary and aspire to nothing greater …

Classic controllers in Croatian companies do many jobs that have nothing to do with controlling whatso-ever, and at the same time they frequently do not carry out basic controlling tasks. Accordingly, we can find controllers who do the tasks of internal au-diting, while they do not have any key performance indicators worked out. Generally, both managers and controllers in Croatia have far too little concrete knowledge which is needed for them to understand how to manage well with the help of controlling. This is why every opportunity to learn must be seized!

Owing to the bad experience resulting from the cri-sis that the Croatian economy fell into during 2009 and 2010, managers today know that they can no longer either manage the processes or run their busi-ness without information which is well mined, just right and immediate. On the other hand, the compe-tition arriving not just from Europe but the whole world has been compelling Croatian companies to start aiming for maximal effectiveness and efficien-cy. But that requires a lot of knowledge. Including controlling.

The prerequisite for the development of Croatian controlling is, of course, educating and training con-trollers of high quality, i. e. controlling managers. However, when a Croatian company decides to set up a controlling department, it is immediately faced with a challenge – where to look for an educated and truly professional controller? Until very recently almost no training in the field of controlling existed in Croatia. Moreover, many companies in search of professional controllers often find a semi-solution; more specifically, they hire mostly accountants and financiers as controllers because as far as their ex-pertise is concerned they are at the same time clos-est to, yet far from controlling. The strange way of thinking that anybody can, in fact, be a controller has been around in Croatia for a very long time. This is a grave mistake that significantly impedes the development of controlling.

It is absolutely certain that in the future Croatian controllers will have to devote themselves even more intensively to the question of their own training, fur-

ther education and expanding their experience that they draw on in their daily practice. The ICV work-shops are one such place that gives them the enor-mous opportunity to share and exchange their expe-rience with others.

A few years ago I myself attended the CA – Control-ler Akademie in Munich. One of the most important lessons I learned there is that, in order to achieve quality results in controlling, one must – much like in accounting – aim at standardising procedures and methods. One must find procedures based on good practice, procedures that have the best chance of turning the desire for controlling into a reality.

This is why in my practice I now always insist on the processes of creating a proper organisation struc-ture adjusted to controlling, of identifying key strate-gic goals and key indicators that will demonstrate the achievement of these goals, of planning opera-tive steps towards achieving strategic goals, on a quality analysis of what has been achieved, and lastly on ascribing responsibility for the results achieved deservedly. This is the very essence of controlling, and this is what I, as the leader of the Croatian ICV working group, have been trying to convey to my associates.

I, therefore, consider the ICV workshops to be an invaluable source of knowledge for Croatian con-trolling and for all who wish to know more. It is most certainly a brilliant way to actively gather like-minded professionals who look to expand and share their knowledge, and to communicate their experience to others. I strongly believe that this will most certainly leave a mark in the long run, facilitat-ing a better and more expeditious development of Croatian controlling as a whole.

Classic controllers in Croatian companies do many jobs that have nothing to do with controlling whatsoever, and at the same time they frequently do not carry out basic controlling tasks.

7


Corporate social responsibility, social accounting & social auditing

The conception of corporate social responsibil-ity (CSR) is not a new one. There are four main issues of CSR that are of interest to

stakeholders: human rights and human resources, product design and development, environmental protection and community. The company should integrate CSR philosophy into all activities in order for the system to be effective. This is the reasona-ble argument why many companies use CSR dis-closure just as an additional instrument for adver-tising. Usually it is just stated that if a company prepares social responsibility reports, it means that it is socially responsible.

The social accounting approach analyzes to what extent the information on a company’s situation should be disclosed to satisfy the goals of the stakeholders concerned. It is even possible to say that the product of the social accounting process is social (social responsibility) reports. Thus the main goal of social reporting is to create both a social transparency system for responsible decision-mak-ing and company communication with the groups concerned. Actually not only the fact of disclosing information about a company’s environmental and social activity is important, but also the assessment of such activity by the groups concerned, i. e. if they consider the company as socially responsible. This depends on the level of information disclosure and measures of social performance.

Six characteristics of social audits The purpose and content of the social audit vary depending on the particular approach. Generally, the social audit has the following six characteristics:

• Different perspectives: it aims to reflect the views of all the stakeholders involved with or affected by the organisation.

• Comparative: it provides a means whereby the organisation can compare its own social per-formance year to year and against appropriate external norms or benchmarks.

• Comprehensive: it aims to report on all material aspects of the organisation’s social perform-ance.

• Regular: it aims to produce social accounts on a regular basis such that the concept and practice become embedded in the culture of the organi-sation.

• Verified: it ensures that the social accounts are audited by a qualified social auditor independ-ent from management and with no interests in the outcome of the audit.

• Disclosed: it ensures that the audited accounts are disclosed to stakeholders.

It is possible to assert that CSR is confirmed by implemented standards, the most important of which are AA1000 and SA8000, denoting a so-cially responsible business development. Social auditing also refers to these standards.

Lithu

ania

Assoc. Prof. Lina DagilieneKaunas University of Technology

Dr. Edita Gimžauskiene Kaunas University of Technology, Leader of ICV Working Group [email protected]

the business impact to society has increased because of growing globalisation and advanced technology. Customers are increasingly more interested in the quality of products and the environment. Large companies are driven to act ethically and socially in order to diminish negative effects of their activities. Such an increase in consumer pressure led to the development of corporate social responsibility and social accounting approaches. Primarily the question arises of what the interaction among corporate social responsibility, social accounting and social auditing is.

9

Dynamics of Lithuanian national Responsible BusinessThe Lithuanian National Responsible Business Network had united 54 Lithuanian companies and 13 organisations as of July 1, 2011. Among the members of the Network are business companies (both domestic and international) in finance, insurance, telecommunications, petrochemical and other industries, consultancy services and other sectors of business and professional associations, trade associations, academic institutions, NGOs and international organisations.

The major part of Lithuanian companies is oriented towards compulsory presentation of financial re-ports and financial information disclosure on requi-sition. It shows the lack of culture in understanding the real impact of socially responsible business. Although the National Network in Lithuania is ex-panding, it was noted that members are often de-layed in reporting or as a whole do not. Thus the level of social accounting and social auditing is low in Lithuanian companies.

Lithuania, which became an EU member and con-tributed to the Lisbon strategy, formulated the goal of creating a competitive and dynamic knowl-edge-based economy based on sustainable eco-nomic development, harmonious relations between business, government and civil society representa-tives on the implementation of CSR and has been approved by the development of vision and its im-plementation in priority areas. However, the legal presumption of CSR initiatives was created in Lithuania’s accession to the EU. On 11 September 2001, the Lithuanian government approved the National Strategy for Sustainable Development. Under this strategy and other CSR initiatives in promoting the legal acts, Lithuanian companies on their willingness to assume additional responsibili-ties to improve business practices, introduce mod-ern human resource management technologies, implement natural resource-efficient technologies, manufacturing processes used for human health-friendly materials, creating strategic business plans for possible negative effects of natural and social environment, harmonizing labor relations and ac-tively participating in social dialogue. Empirical research related to the research of social responsi-bility and social accounting in Lithuanian compa-nies is sporadic and fragmented. The major part of research is of an educative and incentive nature and has been initiated and implemented by na-tional institutions. The biggest voluntary initiative of CSR worldwide is Global Compact. Since 2005, there is the National Network of Responsible Busi-ness operating as part of the Global Compact ini-tiative in Lithuania. Lithuania has a relatively recent development of socially responsible business. So far, however, a socially responsible business is still more an incentive.

Lithuanian national Responsible Business networkCompanies that join the Global Compact declare that they apply 10 principles of social responsibil-ity, disclosing in annual social reports for stake-holders. Dissemination and promotion of CSR ini-tiatives in the network is expanding every year. The fastest connection become apparent when 10 new companies joined the network between Janu-ary and April 2011. Companies are removed from the National Network in cases of interruption of business collaboration and the absence of obliga-tory social responsibility reports within a certain period.

* data as of July 1, 2011

2011

2010

2009

2008

2007

2006

2005

number of entities and organisations

0 5 15 20 25 30 35 40

■ Excluded entities and organisation

■ Included organisations

■ Excluded entities

“Controlling im Balitikum – CiBaltikum 2011”4th Controlling Congress of the Baltic States

“PROCESS COntROLLInG- ARE WE FLEXIBLE OR EFFECtIVE?”

21th October 2011, Kaunas, Hotel “Daugirdas”

Day one: Mr. Maciej Dziudzik, Plan & Controlling Office Director in Polish Air-lines PLL LOT S.A., showed us how to work

on the improvement of the entire company’s effec-tiveness, while navigating above the volcanic clouds in the most uncertain and weather-dependa-ble atmospheric conditions. The lecture was relat-ing to the necessity of defining goals and priorities in a quality approach and to the optimisation in a cost approach.

Dr. Maciej Gawlik from the Santander Consumer Bank on the other hand showed in a very interest-ing way what a difficult art of profitability manage-ment in a financial corporation is all about. Particu-lar attention was directed toward the organisation-al management of cost information and about the different approach to their allocation. Furthermore, Dr. Gawlik explained how control and SOX proce-dures influence management reporting and a com-pany’s profitability.

The role of special guest of the entire Congress was taken by the Director of the Institute of Manage-ment Accounting and Control, a world-class busi-ness specialist in the field of management and controlling, Prof. Utz Schaeffer, who in Poland shared a conception of company sustainability. He emphasised the value of interaction between the particular elements of sustainability in practice. Furthermore, Professor Schaeffer presented the process of measurement and analysis of the indica-tors of sustainability as well as the overview of the

measurement techniques which for sure have been a valuable workshop to all dealing with these subjects.

After a very interesting presentation of the main financial relations in the medical branch, Tomasz Wrobel, CFO at the Aesculap-Chifa Sp.z o.o. (BRAUN Group), inspired the participants to think with a different mind.

Head of the Controlling department at the Vector Company, Robert Panufnik presented the key fac-tors of a successful implementation and develop-ment of a controlling unit in a company. He brack-eted a financial awareness of various groups, or-ganisation’s actual goals, superior’s aid and also capable decision making.

Another foreign guest, an ICV Chairman Dr. Walter Schmidt, addressed the sense of responsibility of the participants. He named five levels of aware-ness and co-responsibility of a controller: the very first of them pertains to building up and keeping a compact data base, the second to planning a re-alisation and analysis of the system, the third to a connection of strategic and operational matters, fourth to the realisation of the sustainability through steering groups and the final fifth to the creation of an effective controlling understood as a service to business.

Dr. Herwig Friedag summed up the first day and was later followed by the ICV Leader of the Poznan

Pola

nd 5th International Congress of Controllers in Poland

the annual Congress of the International Controller Association in Poland “Fast forward – progress through controlling” was held on may 26–27. After the economic drawback it is vital for every company to find new ways for the development of their potential. that is why on the basis of merit, discussions were based on how to improve organisations. the key aspects connected with the subject were emphasised not only by Polish but also by foreign speakers.

10 Spezial | Controlling InternationalCONTROLLER

Dr. Adrianna Lewandowska Business Discovery, Poznan/PL, ICV board member

he showed some tools used in a particular compa-ny’s controlling.

Malgorzata Malecka and Malgorzata Gorska, managers from PriceWaterhouseCoopers, in an exceptionally unique way presented some info on fraud risk and its prevention and detection. The thesis according to some research that men lie twice as much as women brought a lot of emotional commentary and discussions. However if one would conclude that lying initiates many different kinds of fraud, then their consequences can lead to financial loss, which in global companies revolves around 5 % of income. Both of these managers took a shot at defining factors why one would forge the financial records. Participants of the congress, richer with this kind of knowledge, now can surely work on more and more reliable reports.

Flawless conduct of this Congress is in no small part thanks to its moderators: Dr. Adrianna Lewand-owska (ICV Chairman), Dr. Herwig Friedag (Chief of the ICV PR commission) and Edyta Szarska (ICV Delegate for Poland).

Participants of this year’s Congress said that once again they came for loads of practical knowledge and answers for some notorious questions and they leave with a huge dose of inspiration, thanks to which they will be able to use the newly gained knowledge in their everyday work.

next ICV Congress in Poland will take place on April 26–27, 2012. You are cordially invited!

During the first day therewas a very special event: VW Poznan – as the first company from a non-Ger-man-speaking country – officially joined the ranks of ICV as an entire company. Mr. Szymon Trzebiatowski signed the membership documents on behalf of VW Poznan, Dr. Adrianna Lewandowska on behalf of ICV.

11

Working Group, who invited the congress’ partici-pants for an evening integration meeting, which allowed them a further exchange of thoughts in less formal conditions.

Day two: The first guest of day two was the CEO of the Strategy Group, Mr. Wojciech Krynski. He pointed out the direction where the financial ac-countancy should be heading to and also what the consequences of MSR and MSSF are. He also took notice of the increasing value of the information quality in management accountancy.

Next, the Managing Director of Development Di-mensions International, Wolfgang Doerfler, shared his thoughts on successful talent management. Ac-cording to him, one of the common mistakes con-nected with the measurement of the intellectual capital is the measurement of the development processes instead of the results or measuring them too quickly or too late. He proposed methods com-monly used at DDI, which consists of scaling from tactics to strategies, constant measurement and creating a logical path of personal development.

The purpose of the presentation given by Lukasz Cyfert and Anatol Skitek, managers from Grant Thornton, was to emphasise the correlation be-tween controlling and risk management. This par-ticular subject is not only current but also very rele-vant. When it is well done, risk is no longer a cost for a company, but a source of value added since it impacts things such as an identification of key dangers, spotting opportunities to improve the or-ganisation’s value and reducing losses, as well as supporting communication inside the company.

Commercial Plant Manager Volker Schiek from Robert Bosch presented a rather interesting con-cept of controlling for production in the automotive industry. According to this concept, a team’s efforts within a company are concentrated on improving profitability, low costs discipline of external financ-ing, and mapping the process of value creation in order to improve the effectiveness of decisions.

Lead specialist to controlling at Hochtief S.A., Dr. Eryk Glodzinski talked about project controlling as an element of company controlling. During a rather fiery lecture, he presented to everyone the impact of MSR and MSSF on a long-term effectiveness analysis. Aiding himself with a practical example,

5th International Congress of Controllers in Poland


Ger

man

y/Ru

ssia

Over the last two decades, Russia has be-come a highly attractive market for com-panies from Germany and from many

other countries. Not only is Germany Russia’s third most important trade partner (eleventh rank con-versely), but there are also currently more than 6100 subsidiaries of German enterprises operat-ing in Russia. While it is common practice to dele-gate top-level managers from the busines’s country of origin to its subsidiaries abroad, there is a great necessity for well-trained local controllers to pro-vide adequate management support.

Therefore, the question of how controllers are trained in universities is not purely of academic in-terest, but of equally high importance for business practice. However, in contrast to the situation in Germany, there is currently no so far no empirical evidence concerning controlling education at Rus-sian universities.

Just like in other European countries, there is an ever-growing need for well trained controllers in Russia. A recent study analyzed how Russian universities approach to meet this demand.

For this reason, the Chair of Management and Controllership at the University of Bamberg (Ger-many) and the Chair of Business and Operations Organisation at Bauman Moscow State Technical University (Russia) carried out a cooperative re-search project in the spring of 2011. The empirical study aimed at analyzing the contents, methods and significance of controlling education at Rus-sian universities. While there are in total more than 1300 universities in Russia, many of them special-ise in certain courses of study. After doing some investigation, we sent out our questionnaire to 48 recipients from universities across Russia which we expected to offer controlling classes. Thus, our survey is more explorative than representative in nature. In total, thirty addressees replied, but ten of them declared that they were not engaged in con-trolling education. So 20 professors and lecturers – all coming from public universities – stated that they offered at least one controlling course and

Controlling education at Russian universities – results from a survey

From left to right: Björn Baltzer, Sofya malikova, Liudmila Häusser, Wolfgang Becker (missing: Sergej Falko)

12 Spezial | Controlling InternationalCONTROLLER

returned our questionnaire. In the following, we will present some selected results from our survey, which comprised 36 questions in total. The com-plete research report can be downloaded in Ger-man and Russian languages from the website www.uni-bamberg.de/ufc.

The majority of respondents declared that at their universities, controlling classes were offered for the first time from the year 2000 on or later. Only one respondent answered that controlling courses were offered as early as before 1995. Concerning the contents of controlling education, several questions covered different topic groups in detail. In addition, a summary question aimed to identif y the relative importance of those topic groups. The re-spondents were therefore asked to rank eight differ-ent topic groups from 1 (= highest) to 8 (= lowest).

Most of the professors and lecturers that respond-ed to our survey have some kind of practical expe-rience, mainly as employees, entrepreneurs or consultants. It does not come as a surprise then that most of them attach a high importance to discussing current developments in business prac-tice in their classes. Besides integrating practical topics in their curricula, many respondents assign practical theses to students, invite practitioners to class and do business games. When asked what kind of practical skills they try to teach their stu-dents, the respondents ranked problem solving and creativity techniques highest, followed by presentation techniques and working in teams. Very little importance is attached to intercultural and ethical questions. Half of the respondents de-clared that their students are obliged to take at least one controlling class throughout the course of their studies. In one-third of the cases, the obliga-tion to take a controlling class depends on the specialisation chosen by the students.

Currently, Russian universities are faced with sev-eral changes. To keep up with international stand-ards and competition, Russia is starting to imple-ment the two-stage system of studies with bachelor and master degrees according to the Bologna process. Moreover, in the light of the high number of specialised universities, some universities are merged and “elite universities” have been desig-nated. These and other developments will also have an impact on controlling education, so that further research will be needed in the future.

13

From left to right: Björn Baltzer, Sofya malikova, Liudmila Häusser, Wolfgang Becker (missing: Sergej Falko)

Figure 2With the exception of the Balanced Scorecard, the most frequently mentioned techniques by Russian professors can be classified as operational, such as budgeting and different costing methods. Consequently, among the less often mentioned techniques, you can find many strategic techniques such as portfolio analysis, gap analysis, scenario technique and envi-ronmental scanning. Apart from that, a great number of techniques were mentioned once each (not displayed in Figure 2). The comparison to the results from a similar survey we car-ried out in Germany recently (24 respondents) reveals that – abstracting from different per-centages of mentions – there is a high accordance between the techniques covered in Ger-man and Russian controlling classes.

Figure 1As can be seen from Figure 1, the highest importance in controlling courses is placed on the presentation of controlling techniques, followed by the discussion of the many differing controlling conceptions. By far the lowest importance is assigned to the discussion of control-ling in an international setting. Given this outcome, it is interesting to see the respondents’ answers to the open question for the five most important controlling techniques that are presented in class. The results (given by percentage of respondents) and a comparison to Germany can be seen in Figure 2.


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Controlling can be so simple!

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4th International Controlling Conference “Controlling According to Stanislavsky Sys-tem” was held on the June 3, 2011 in

Kaliningrad, Russia. It was organized by the Club of Managerial and Financial Controllers with the support of the Baltic Business Club and the Interna-tional Controller Association ICV. There were over 50 participants, most of whom were company owners and top managers operating in various spheres. Speakers represented Germany, Poland and Russia.

The name of the conference was inspired by the philosophy of the famous Russian theater director. The main idea of his system (Stanislavsky System) is examining the causes of a particular outcome, but not the outcome itself. He claimed finding the cause of a successful/unsuccessful play to be cru-cial and said “I don’t believe it!” every time he wasn’t satisfied with an actor’s performance. De-termining the real reason for the problem or gained result causes taking effective solution, and vice versa. Following Stanislavsky’s idea, controllers are expected to treat the company’s performance partially in order to keep the chosen path.

The first speaker, head of the controlling depart-ment at the German company ”Blanco GmbH & Co.”, Matthias von Daacke, reported about the philosophy of controlling developed by the ICV. It was emphasised that controlling will yield results if the controller and manager work as business part-ners. In the second part of his report Matthias von Daacke told about controlling practice in the Rus-sian branch of the company, ”Blanco Rus”, specify-ing financial accounting and sales reports stand-ards and its special features.

Russian speakers shared their experience in build-ing managerial accounting and analysis systems using Microsoft Excel. Vladimir Larin (“Western

Technical Completion”) presented an example of the owner who makes management reports and analyzes results himself. He showed how it helped him and his staff to go from emotions to facts in decision making. Chief accountant of the entertain-ment complex “Planeta”, Svetlana Kharcheno, shared her experience in the implementing of a management accounting system built in Excel into the accounting program “1C”.

The ICV PR advisor Hans-Peter Sander spoke (in Russian) about the new working group “Communi-cation controlling”. He paid attention to the prob-lem of communication management shortage, an-nounced the concept of communication controlling and identified future directions and goals of the group. Joint report of Polish speakers: practicing controller of “Vector” Robert Panufnik and a board member of “W-TECH”, Krzysztof Januszek, caused huge interest. Their question was whether produc-tion process controlling is ballast or support for the company. It was two visions of the process from different sides – controller and manager. Finding the answer to the question posed was left for par-ticipants. Spokesmen from two major Kaliningrad retail companies presented their reports. The issue of interaction between the owner, acting as a con-troller in the company, and the manager was touched upon by Maxim Ulyanov (“Vester” group). Member of the Board of “Victoria” group Nikolay Vlasenko spoke about the actions undertaken for improving management during recovery process after the crisis.

The conference showed that in Russian companies in most cases the controller is the owner, who like Stanislavsky says “I don’t believe it!” to results and looks for reasons. European colleagues’ experi-ence helps to look at the controlling process from the other side and find something useful.

Russ

ia Inspiration by “Stanislavsky System”

Organisers and ICV speakers of the Kaliningrad Conference 2011 (from left): Robert Panufnik, Krzysztof Januszek (both Working Group Gdansk/PL), Galina Usenkova (President Controller’s Club Kaliningrad), Matthias von Daacke (Head of Working Group Rhein-Neckar/Germany), Hans-Peter Sander (ICV Press Officer), Valentin Usenkov (Controller’s Club Kaliningrad, ICV member).

Valentin Usenkov ICV member Kaliningrad

Principles of the Stanislavsky System:The truth of life principle requires searching for the veritable causes of gained results.

The principle of the super-task encourages setting ambitious goals and striving to achieve them. It’s necessa-ry to be active (active actions principle) while solving this supertask. Correctly built business processes will help in it (principle of organic).The last principle is the principle of reincarnation, which means conquering new heights and continuing growth and development while remaining yourself.

Corporate Performance Management Solutions for:Planning, Analysis, ReportingP&L, Balance Sheet and Cash Flow ForecastingConsolidationRisk ManagementStrategic PlanningBalanced Scorecard

Controlling can be so simple!

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Let me begin with a question: two people go on a trip from Ljubljana to Paris, they both start at the same time, neither of them is familiar with

the route and they both drive the same type of car. Which of them will arrive at the destination first? One of them uses an ordinary map to find his way and the other uses a GPS device which is con-nected to the traffic system, alerting the driver about traffic congestion and guiding him through diversion routes. The answer is quite simple – you’ve probably guessed that the person who is technologically better equipped will arrive at the destination first. The same applies to companies that are presently operating under these increas-ingly unpredictable circumstances. What they need is a system of comprehensive business man-agement, controlling and technical support – Busi-ness Intelligence (BI)

Controlling – a company’s navigational activityControlling is the navigational activity of a com-pany whose aim is to realise its planned profit and the controller is the navigator who is helping the manager ”sail” to the destination without any de-viations. The controller’s task is to coordinate all the company’s business operations; if any discrep-ancies are found, it is the controller’s job to pro-pose which measures should be taken in order to bring the business operations back into the envis-aged framework, in line with the targets set. The field of controlling and the controller’s responsibili-ties involve recognising market signals, finding new purchasing opportunities, management of business processes, pointing out opportunities and possible threats – all the necessary steps to make sure the company is always ahead of the competi-tion. A competent controller looks at the business operations as a whole, using numbers to support

Slov

enia

See the people behind the figures

Focusing primarily on the financial situation requires more effort by all involved. Companies are forced to search for reserves and lower their costs on the one hand, and to increase efficiency and adapt the supply on the other hand. When we talk about reducing costs, we cannot deal with different kinds of costs in the same way. Labor costs are the most sensitive; they cannot be reduced as easily as, for example, telephone costs or magazine subscription costs.

17

or refute the manager’s hunches, and suggests which measures to take. The controller’s task is to constantly alert the company; it is his duty to give advice without being asked. A number of prob-lems may arise during the performing of control-ling, the most dangerous of which is certainly poor communication between the manager and controller.

In Slovenian companies, controlling is accepted in different ways, yet they are becoming more and more aware that this is a function which can great-ly contribute to the company’s success and the transparency of its business operations.

BI – technology, resistant to the economic crisisDuring this period of high growth, it may seem easier to our achieve goals through large-scale in-vestments; however, harsher financial conditions require more effort from everyone in the compa-ny. It is necessary to look for reserves and reduce costs, to search for new purchasing opportunities and re-examine the business processes. In line with the proverb “measure three times before you cut once”, it is very important to make sure we have the right and timely information, which is enriched by suggestions and proposals from competent consultants or controllers, before we make deci-sions.

BI has an even more important role since analysts have discovered that technology has two faces (Janus-faced technology). If the economy is doing well, then BI helps companies optimize their opera-tions and grasp new and lucrative business oppor-tunities before their competitors do. And if the economy isn’t doing so well then BI becomes an effective cost-saving tool, allowing companies to squeeze greater cost efficiencies from their exist-ing processes and resources, and identify and mitigate business risk.

Proactive role of controlling with the aid of BIIn contemporary companies, BI systems are used as a basis for taking action and are being increas-ingly incorporated into their operating activi-ties. The latest data is always needed by the lead-ership as a basis to make business decisions, to see an actual picture of their business operations and future prospects. The signaling function of in-

dicators is especially important for business deci-sions. Spreadsheet-based tools are no longer suf-ficient; contemporary systems need to be able to deliver a comprehensive set of functionality:

• Business planning; • Monitoring and analysis; • Reporting; • Long-term business analysis; • Master data management (MDM). Thus, the term BI does not only mean analysis, but it is used in a broader sense and more comprehen-sively. Comprehensive systems include a data warehouse, data integration tools, code manage-ment tools, business planning tools and business analysis tools. Unfortunately, there is no single system or tool that could offer all of these function-ality features listed; various tools are selected and connected together into an efficient system. Such decisions require serious deliberation by the user. Contemporary business operations require a setup of mechanisms to monitor the operations and the environment. The controlling department and IT play a key role in the company: controllers master the classic controlling tools that provide informa-tion concerning the essence of the problem and help find answers to the complex issue of how to do ”the right things in the right way.” Today, it is no longer enough for managers to be warned in time about what changes in business operations can be expected in the following days, months or years. It is the controller’s job to help managers find ways to avoid potential threats and to recognize and take advantage of opportunities! BI technology helps in an effective way. When doing so, we must not forget to maintain proper communication and trust between everyone involved in the company – this is a necessary condition!

11th controllers meeting in Slovenia is organized as an Adriatic Controller Conference. this year’s motto is Controlling – a tool of business excellence. Language: EnglishLocation: Grand Hotel Metropol, Portorož (on the Slovenian coast) Date: October 27–28, 2011

Dragica ErculjLeader ICV Working Group Slovenia, Head of CRMT Institute

ˇ


Working Group Spain: Children’s shoes in size XXLSp

ain

Ulrich müller Bosom Leader ICV Working Group Spain, knows both Spain and Germany and he is able to speak German, Spanish and Catalan as mother tongues. Born in 1965 in Barcelona he studied Economics with main subjects Finance and Controlling at the University of Erlangen-Nuremberg in Germany. He works as Finance and Controlling Manager in an international automotive company.

Fifteen participants from Spanish and German companies were present. The leadership of the ICV Working Group Spain is under the

head of Ulrich Müller Bosom. We talked to him about his new role, which is not really new for him at all.

Was there a reason for founding the Working Group Spain? The starting point was the Circulo Controller, which was founded in 2003 as an initiative of the Ger-man Chamber of Commerce in Barcelona in coop-eration with Horváth & Partners. I have been an active member there since 2005. The reason for the founding of the ICV Working Group was the desire to form a controller network which should support the exchange of experiences, the organi-sation of events and controlling seminars, and promote networking.

Why did you become Head of the ICV Working Group Spain, what was your personal motivation? I became Head of the ICV Working Group Spain because I wanted to spread the ICV controlling philosophy in Spain. Controlling is now wide-spread here, but there is still a great lack of knowl-edge about the functions and duties. With the ICV Spain one gets the chance to be a member of Europe’s largest controller association and this will help us to gain access to know-how and trends in controlling.

What about the current situation in Spain, especially for controllers?Spain has been hit very strong by the financial crisis due to the real-estate bubble which existed at that time. The main topics of the Spanish controller are therefore in the cost area to become competi-tive and coming out of the crisis. Also the finance controller has become more important due to the liquidity shortage and the high insolvency cases mainly in small and medium-sized companies. In the finance departments of the companies the con-troller is a basic profile and their functions are dif-ferent: cost control in industrial areas, the study of profitability of products and customers and the payment risk assessment in the area of collection management. In this sense, the figure of the con-troller is the financial profile that is even more rel-evant, from being a watchdog of the budget to becoming a true business analyst and therefore essential to any strategic decisions. Before, the controller had an analyst passive role and was seen in a not very positive way, like a controlling person of the work of other departments, similar to an internal auditor and not as a colleague who can help them to make decisions. His image was basically that of a data collector and their func-tions were the consolidation of these data and sending a monthly report to the general manager or to the headquarters. Recently in Spain the com-panies are beginning to recognize the value of the task performed by the controller, something that has happened in other European countries for much longer. This is the main reason why in Span-ish companies you can find controllers in large or-ganisations and not in small ones.

Although only a few months old, there is a lot of knowledge and experience in the ICV Working Group Spain. Under the leadership of Dietmar Pascher from the Controller Akademie, munich, a Kick-Off Seminar about management Reporting was held on September 15, 2010 in Barcelona.

19

What are your experiences particularly as a member of the Circulo Controller?After many years as an active member of the Cir-culo Controller in Barcelona I have also been its president for the last three years. The Controlling Working Group of the German Chamber of Com-merce in Spain is now besides in Barcelona also in Madrid. Main meeting is the monthly „Stammtisch” in the Hotel Regina in Barcelona, where we make a half-hour presentation about some current finan-cial and controlling topics and then open the dis-cussion, exchange of ideas and network in a re-laxed atmosphere. Invited is everyone who is in-terested in controlling and finance issues. Other activities of the Circulo Controller are the events on a current topic, e. g. controlling in the automotive sector, the breakfast meetings in cooperation with Ernst & Young and the controlling seminars with the Controller Akademie.

With the Working Group in Spain I want to achieve that the understanding of controlling philosophy is spread in Spain, as it has already been done with the Circulo Controller but now with the professional support of the ICV and its international orientation.


Hun

gary

“Growing volatility is the biggest challenge for controllers”

Stated Prof. Dr. Dr. h. c. mult. Péter Horváth, founder of Horváth & Partners Management Consultants in his presentation at the Buda-

pest Management and Controlling Forum (BMCF) on June 9, 2011. He illustrated his statement with the example of the airline industry having ten-year cy-cles in the past: the sector either made profit or the contrary, lost considerable amounts of money.

Besides volatility, controllers have to deal with the wishes of the customers and with analyzing market forces in order to build a good strategy. “Control-lers possess the appropriate tool kit to do this. We only have to use them in order to be quicker than our competitors” said the professor. He presented tools of handling volatility. It’s important to build up

early forecasting systems, to apply scenario tech-niques and simulation, and to make planning flexi-ble. “When talking about controlling we don’t mean only accounting techniques any more but also alternatives and this is strategy” he added. That’s why he believes controllers have become strategic business partners.

No doubt controllers are strategic partners at Al-coa, one of the world’s leading aluminum compa-nies. “Alcoa is a benchmark not only in the alumi-num industry but also in fast close” said István Ka-tus, director of the Center for European Financial and Administrative Services of Alcoa. The explana-tion: they complete closing by 6 p. m. on the first workday of every month. “We don’t always man-age to finish work by 6, but we always finish it on the first workday” added Mr. Katus. As a result Al-

Controllers as strategic partners

the company with the fastest closing in the world and acquisitions by the second biggest pharmaceutical company of Hungary – just two interesting topics of Budapest management and Controlling Forum organized by IFUA Horváth & Partners in June.


21

ny had a lot of acquisitions during recent years and the controlling department played an important role in these. They bought firms in Romania, Poland, Germany and Switzerland, had a greenfield invest-ment in Russia and founded a joint venture in India. It is the job of the business development team to-gether with the medical department to look for a target, the controlling steps in the process of prepar-ing a non-bidding offer. The controlling takes part in deciding about the model of the valuation (usu-ally project-based or company-based) and about the method (DCF, risk-weighted DCF, net asset value or similar transactions). “It’s very important to ob-tain the needed inputs in good quality and in time” emphasised Ferenc Hiripi, chief controller of Gede-on Richter.

In view of the value they decide whether to make a bidding offer or not. If they make an offer the con-trolling plays an important role in this process. They examine the business reports of the previous 3 to 5 years and are interested in the forecasts. By clarify-ing the financial conditions the controlling partici-pates in preparing the contract as well. When inte-grating the acquired company the first task of the controlling is to compile a business plan together with the experts of the target company. More and more functional units join them. It’s most important to have the right people in the governing bodies so that they can decide about the changes. Richter forms task forces, among them a financial one in which the controlling has a lead. They prepare a mid-term business plan and take part in implement-ing the integration, which usually lasts 6 to 18 months, sometimes even longer. They build up the controlling system along every functional line. Their goal is to fit the company in the consolidation proc-ess and also in the controlling process, allowing analytical work. Last but not least they estimate the cash-flow demand.

coa, a company active in 31 countries, is always the first to publish its consolidated quarterly report on the New York Stock Exchange (NYSE). This means that on the 5th or 6th workday after the end of the quarter the consolidated report is already available.

How can they do it? The first trick is they do every-thing as soon as possible. They don’t wait until the first workday of the month to record certain transac-tions. The module of tangible assets is closed 4 or 5 days before the end of the month, and all the other modules (inventories, accounts receivable and ac-counts payable) are closed on the last day of the month. Closing starts at 5 p. m. so they can finish their task by 8 p. m. The most important reconcilia-tions are performed on the first workday parallel with the closing process. As there are entries which are posted manually, locations have to point out for the shared service center (SSC) whether the entries with significant values are correct or not. All proc-esses are standardized so that everybody knows what they have to do and when. Alcoa introduced a “help chain” to assist bookkeepers during closing. Every bookkeeper knows whom to turn to when he or she doesn’t find a solution to a problem. Last but not least the SSC communicates with the locations and with the central consolidations team in the US continuously during the closing process.

It took a long time to achieve the “one-day” goal. In 1993 it took 7 workdays to close the ledger. By the time István Katus joined Alcoa in 1998 the duration had already come down to 2 days. Back then he himself didn’t believe it either that it could be re-duced to as short a period as one day. After all in 2001 they closed within one workday but some-times around 4 a. m. “I remember the head of the shared service center went home to take a shower and came back without having any sleep. Fortu-nately that time I worked with Alcoa Wheel and Transportation Products, not with the SSC” he smiled. In 2010 they closed at 8 p. m. the latest, and even that instance had a good reason. “We have a location in Iceland and there it is only 6 o’clock when in Hungary it’s already 8. But last month Ice-land closed at 4 o’clock, and we could finish at around 6 p. m.” he added.

Controllers are strategic business partners at Gede-on Richter as well, which is the second biggest pharmaceutical company in Hungary. The compa-

Dr. Katalin Domány VrannaiHead of CommunicationsIFUA Horváth & Partners

21


Especially in the so-called “Chinese dominat-ed” JVs in which the German partner does not have the majority share, one can always

see some dissatisfied German board members. Many of them might feel somehow familiar with the following scenes. The Chinese partner presents a “business plan” at the board meeting at the begin-ning of the year. The so-called “business plan” has only two pages with a very simplified profit & loss calculation and a few notes. In the first moment, the German partner thinks that he has received the very top-line management summary of the plan-ning work done by his Chinese partner. After a few research works later on, however, he finds out that the “business plan” has been developed by the Chinese “big boss” and his financial manager more or less in private, without much bottom-up in-volvement, and without the “backup” Excel sheets and consolidation tables which many German managers might normally expect at this point.

During the same board meeting, the German part-ner also notices that the sales and earning curves planned by the Chinese partner for the next years

are going straight up. While the Chinese partner continues to explain the local market dynamics and his ambitious growth strategy enthusiastically, the German partner only sees many “joysticks” on the beamer screen and hears the alarm bells ring-ing all the time.

The German partner becomes even more restless during the year, as first reports come which show negative deviations between the actual and planned figures. Detailed analysis of the causes and concrete measures for improvement cannot be found in the reports, because the Chinese partner is not familiar with the “four-windows principle” (“Vier-Fenster-Prinzip”) of management reporting. Neither has he advanced controlling instruments in use, such as multidimensional sales controlling or multilevel contribution margin analysis. The restless German partner becomes desperate in the middle of the year, as the Chinese partner presents him with an “updated business plan” with new targets for the actual year. The Chinese partner justifies the update with the need for “fast reaction to the changing business environment”.

Sweet-sour controlling – Whether and how controlling can work in China

Chin

a

For many German firms, China has become almost the synonym for large market with huge growth potential. to have their own footprint in China, many have set up Joint Ventures (JVs) with local partners. However, not all JVs ran or are running well.


23

>>

>

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>

By the end of the year, the Chinese partner has already “updated” his planned figures several times. The German partner has become more and more suspicious of what the Chinese side is doing. In the board meeting at the end of the year, the unsatisfied German partner blocks the Chinese proposal for additional investments. The frustrated Chinese side complains about the “lack of trust” and the lack of readiness on the German side to support the JV. Finally, a political power struggle breaks out which will last years, and which will bring the JV more harm than help …

The above-mentioned scenes are based on per-sonal experience and observations of the author in some Chinese-German JVs. It is certainly not fair to argue that such scenes might be the “normal case” in the JVs. However, they illustrate a real existing problem in many JVs: the lack or the poor quality of controlling.

Can controlling “in the German style” be practiced in China without any problem? Some doubt and argue that adaptation of the German controlling system in China without reflection to the Chinese culture would fail1). According to personal obser-vations of the author, some “cultural differences” could indeed have an impact on the controlling practice in China.

Given that more and more Chinese firms have been adapting western management approaches and a new generation of Chinese entrepreneurs and managers has been emerging in recent dec-ades, the author does not believe that “cultural differences” might have the decisive impact on the controlling practice in China.

More important might be the fact that there is a significant lack of controlling knowledge and know-how.

Sweet-sour controlling – Whether and how controlling can work in China

Dr. Zhen Huang is management consultant and trainer with controlling as one of his competence fields. In cooperation with the Controller Akademie in Germany, he offers in-house and public controlling train-ing in Chinese to German-invested firms in China.

E-mail: zhenhuang@ corporateperformance.deOffice phone: + 49 (0) 89/62 00 03 92

In China In Germany

Relatively strong sense of hierarchical thinking, relatively high prevalence of authoritarian lead-ership style, more vertical communication (be-tween superiors and subordinates) ↓“My boss plans and decides”. “I am (as head of department of finance) only an employee. I deliver what my boss would like to have from me”.

Relatively strong sense of individualism, more decision participation and democratic leadership style, more horizontal communication (between departments at the same hierarchical level) ↓“Bottom up & top down”, “Controller is the coor-dinator and navigator”. “Controller is the con-science of the company’s business and delivers the second opinion to management”

Relatively strong tendency to particularism, more emphasis on personal relations, important is the “spirit” of the agreement and not the agreement itself

Planning is seen more as forecast than binding agreement on objectives. “Moving targets” are tolerable and expression of fast adaptation to the rapidly changing business environment.

Relatively strong tendency to universalism, more emphasis on rules and regulations, once agreed rules/contracts are sacrosanct (“black and white”)

Planning is seen as binding agreement on objec-tives. Negative deviation between actual and planned value must be adjusted. “Moving tar-gets” are taboo and not tolerable.

Relatively strong tendency for inaccurate descrip-tion of a situation rather than accurate specifica-tion, quantification is seen as an attempt to ap-proximate rather than bar for measurement

Rudimentary planning work, planned figures are seen as approximates and must not always be binding.

Relatively strong tendency to accurate specifica-tion of a situation (“planning is like an engineer-ing practice”), strong emphasis on quantification for making performance measurable

Sophisticated planning work, planned figures are seen as binding agreement, not meeting the plan = poor performance

Source: Personal observations and judgment of the author; Trompenaasr/Hampden-Turner 19982).


Even if the Chinese “big boss” would like to intro-duce a professional controlling system, he may face a serious problem: he has no local subordi-nates who can deliver the job.

This is not because the local employees in the fi-nance functions have not been educated well. On the contrary: most of them know the Chinese finan-cial accounting standards and practice well. Many of them can be called “masters” when it comes to creative financial accounting. However, in the field of modern business controlling, most of them do not have sufficient knowledge and practical expe-rience.

In contrast to Germany, where controlling has been established as one of the major study fields at the universities, China is still in a phase of devel-opment in which even some local professors are not familiar with the somehow foreign term “con-trolling”. Because of this, young talents who know both the Chinese financial accounting system and the modern business controlling concepts well are still rare in the local labor market.

German firms attempting to solve the controlling problem in their JVs in China are not hopelessly lost. Many JVs, especially those with the majority share owned by German firms, have been able to build up a professional local controlling system. In the opinion of the author, the following two steps might be helpful:

Step one: Organising help forfast track improvementIf the Chinese partner failed to deliver a good controlling job, it should be the time for the Ger-man partner to have more engagement. Experi-enced controllers from German headquarters, ex-ternal consultants or even interim managers could fly in to provide urgently needed local support. They could help the Chinese partner to fix the big-

gest and most urgent problems in his local “busi-ness navigation system”, and to make a first knowl-edge transfer to the local team.

Step two: Developing local controllersfor sustainable problem-solvingThrough a well-designed local staff development program, one could help local controllers to build up knowledge and to gain practical experience. In-house or public controlling training do help, as well as internships for local controllers in the Ger-man headquarters or a bi-directional controlling staff exchange. Implementing these two steps in a “Chinese-dominated” JV, the German partner might need to achieve consensus with the local Chinese partner in advance. Most Chinese entre-preneurs would not say “No” if they could be convinced that the measures proposed by the Ger-man partner would help to improve the financial return to both parties.

Both steps would also require certain investment (e. g. expenses for consultants/trainers, internal expenses). This investment will definitely pay off when one takes into account how many millions RMB Yuan or Euro earnings in China could be protected or be increased by with the help of a well-functioning local controlling system.

For many German firms, no other country market is currently as interesting as China. However, before one could enjoy the sweet fruit of growth in China, one might have to put one eye on many critical is-sues such as controlling in which some investment might still be necessary. This is like attending a party banquet. To avoid stomach pain later on, one should avoid eating too much, or should think about swallowing the pill in advance.

Notes: 1) Wang, Xuzi/Chu, Hui, Controlling und die chinesische Kultur, in: Zeitschrift für Controlling & Management, 53. Jahrgang 2009, H.2, Seite 90-93 2) Trompenaars, Fons/Hampden-Turner, Charles, Riding the Waves of Culture, Understanding Cultural Diversity in Business, 2nd Edition, Nicholas Brealev Publishing, London 1998.

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EStOnIAWorking Group EstoniaHarald Kitzmann [email protected] HUnGARY Working Group Budapest 1 Hajnalka Borbélyné [email protected]

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Working Group Poznan dr Dariusz Gulczyński [email protected]

Working Group Warszawa Karol Sikora [email protected]

Working Group Wrocław Honorata Ulatowska [email protected]

Working Group Katowice Iwona Niewrzołi [email protected]

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Rooting the ICV controlling philosophy in Europe

Controlling as known in German-speaking regions was definitively influenced by Albrecht Deyhle and the International Controller Association ICV. the ICV’s internationalization strategy is aimed at rooting this controlling philosophy in neighboring countries. the International Controller Association is meanwhile represented in 13 European countries.

member benefits· Access to controller know-how at international level

· Contacts to controllers and CFOs in Europe

· Working group meetings as practically focused, free further education

· Co-authorship of future- focused controlling concepts and tools

The ICV offers the opportunity to exchange ideas both within these countries and across borders. The association translates its most

important publications for controllers in these countries into English or, in some cases, the rele-vant national language. In doing so, the ICV sup-ports international groups with their expansion into

Europe and the development of the local control-ling expertise this entails. Thanks to its members in those countries the ICV can draw on an excellent network of specialists who are familiar with gen-eral local economic and intercultural conditions. The ICV is able to establish contacts locally, which can also be used in recruitment assignments.

Wor

king

Gro

ups

the ICV working groups outside of the German-speaking countries:

For more information, video and registration visit www.controllerakademie.de/international or contact our office phone +49 (0) 89 89 31 34-0, [email protected]

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In a globalizing and competitive world, English business language is important for every industry. Join the Controller Akademie’s five stage certified training program in English.

Dates throughout the year for 1 – 5 day seminars. Enrol now:

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17 – 21 October 2011 5 – 9 March 2012 Stage II Controller’s Toolbox & Finance

16 – 20 May 2012

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